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Some brands are built in boardrooms. Others are built in college kitchens.
Tart started as a personal experiment. Lindsey Fredrick wanted the health benefits of tart cherry juice but couldn't stand the taste. So she started mixing. What came out of her kitchen at Michigan State became something her friends and family kept asking for — and eventually, a brand.
We sat down with Lindsey to talk about building Tart from the ground up, what it really takes to flip from marketing mode to sales mode, and why holding that first can off the line was the milestone that mattered most.
The Product and Audience: What is Tart and who is it for?
Tart is a healthy lifestyle beverage based around tart cherry and mineral water. With only 5 ingredients, Tart has 50+ health benefits, many of which come from the superfood benefits of tart cherry. Our target audience is women ages 21-45 and health conscious individuals.
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The Spark: When did you launch, and what made you say "I need to build this"?
We launched on January 1st, 2026, but have been building since June 2024. I wanted to start drinking tart cherry juice for the nutritional benefits, but I didn't like the taste. When I started mixing it with different things in my fridge at Michigan State, I quickly found a recipe I loved and was making weekly for myself. Friends and family started asking for it, and it proved it had potential. I grew up very entrepreneurial, so turning a drink I made in my college kitchen into a business felt natural.
The First 100: How did you find your first customers?
Fitness studio pop ups and social media!! We did consumer research in March 2025 at a variety of fitness studios in metro Detroit and learned SO SO much about the different pricing options, package options, how to pitch it and what really pulled people in. Once we launched Tart, we had lots of social media buzz with press weekly, encouraging sales for first time buyers. However, we gained lots of customers also at our continued fitness studio pop ups in the metro Detroit area.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
The hardest part of building Tart so far has been turning my mindset from a marketing mindset to a sales mindset. When you are building a brand that hasn't yet launched, your marketing consists of building buzz and brand awareness around the future product. However, once you launch, you have to now turn those marketing dollars into sales, and the flip can be challenging.
The Milestone: What has been your biggest "we made it" moment so far?
I think the biggest milestone was holding the first can off the line in my hands, cracking it open, and loving the way it tasted. I spent so long building, envisioning, and tasting kitchen made batches, that when I finally had the real thing in my hand, I was so grateful for all that got me there, and proud to say "I built that".
The AI Trend: How have you used AI to help your business grow?
AI has helped me with copywriting, social media and marketing ideation, and pros and cons lists for various opportunities. It's helpful within moderation — I never just copy and paste what it gives me. I think of it as a place to bounce ideas, especially since I'm building Tart solo. But I still challenge myself to think outside the box, write the difficult email, and make the final call.
The Horizon: What should we be excited to see from Tart in the next six months?
Further expansion into retail, exciting partnerships, and very cool summer events!!
The Recommendations: What are your favorite under-the-radar brands right now?
On the CPG side, I can't name just one: Etekla, Shooka, Chara, Cotto, Hot Take Dough, Hot Girls Snacks, Oolio, and Noodo — they're all amazing brands with amazing founders. In consumer tech, I've heard incredible things about Phia and really want to give it a try. And in gear, I love Crown Affair. Their founder Diana is incredibly smart — I love listening to her podcast features and the story of how Crown Affair came to be.
The Shop: Where can readers find Tart?
You can shop Tart at drinktart.com and at various stores in MI, NY, CA, ME, CO, and NJ. Find your closest retailer using the "Find Tart" tab on the website.
The Connection: Where is the best place to follow along?
Follow along on Instagram @drink.tart and TikTok @drink.tart or on LinkedIn.
Callahan's Take
Lindsey delivered a masterclass in pre-launch momentum. By documenting the evolution of Tart from a college kitchen concept to a TikTok sensation, she built a loyal audience before the first bottle even shipped.
What is most impressive is the strategic positioning of the brand. As a healthy lifestyle drink, Tart navigates the intersection of non-alcoholic and functional beverage trends without being boxed into a single category.
The name and brand is top class with a ton of potential for launching new, unique flavors.
Available at drinktart.com and at select retailers across the country.
Shop Tart
